5 Innovative Ways to Use Video Apps to Boost Your Marketing Strategy

A website, especially if it is a business site, becomes more interesting if it includes a video content -- whether it’s a demonstration of production process, workflow, or just a creative compilation of photos of your company and co-workers.

Videos are quickly becoming a very powerful communication tool, which then becomes an effective promotion of various products and services. Many Internet users are watching videos, not just because they are informative, but because it gives them a clearer picture of the message that the company is trying to convey and that it is more entertaining while giving them the information they need to know, about "what's going on," as compared to simply looking at still pictures.

Videos also offer the opportunity to use sight and sound to connect emotionally with viewers via storytelling. Unlike reading materials, video content communicates passively -- that is, viewers simply watch and let the story unfold. Popular video apps, such as Twitter's Vine and Facebook's 15-second video capturing feature for its famous Instagram app, take a slightly different approach to video capturing, but both are packed with features that provide small business owners an incredible opportunity to engage with customers.

Because videos have the potential to transmit large amounts of information, every detail is critical. When you create a video that will feature your products and services, you're also responsible for every image conveyed in every second on the screen. Unlike editing a website or whitepaper, editing a video after you post it can be difficult (if not impossible).

From public relations to sales improvement, below are five innovative ways to use video apps that will help boost your marketing strategy.

1. Create a "how to" and inform your audience.

Video apps provide a great opportunity to create "How To's" that are short, informative, creative, and brings your product and services to life. Make an effort to brainstorm and develop a smart yet entertaining "How To" and you'll be rewarded with followers, sharing your video with their colleagues and friends.

2. Highlight your company's competitive advantage.

Compose a creative, short, and descriptive text that conveys your business' advantage and show the viewers the reason why you have more edge than the rest via fun flash cards. You can also have a one-on-one chat with your audience about your company's competitive edge, but stay away from a conservative suit and tie approach unless your industry requires it.

And by the way, don't forget to end your video segment with a call to action, giving your viewers a link to your website, social media accounts, or direct contact info.

3. Give a behind-the-scenes sneak peek.

To establish a solid connection with your customer, a behind-the-scenes or two will make him or her feel like a part of the gang -- it'll also enhance your customer's loyalty. A teaser or sneak peek at the production process of your new hot product, a funny office happening or an exciting contest all make for a behind-the-scenes footage that viewers would normally watch out for. It's also a great way to stir up a buzz about your company and its products and services.

4. Encourage social consciousness.

Thru video apps, you can encourage social participation and highlight your company's social practices at the same time. Inspire viewers to contribute to a cause, showcase your company's social awareness, and hold fund-raising events to aid those who are affected by disasters.

If you want people to join your cause or donate, make sure to include at the end of your clip a call to action that will allow them to easily jump on board (let's say "Like our cause on Facebook" or "Follow this link to make a donation").

5. Offer a demo.

A product demo not only shows viewers how the product is used or functions; it also educates them of its key benefits and features. A video demo should convince your target to make the decision to try your product, learn more about it, or share it with friends and colleagues. By the end of your demo clip, you may offer a promotional code, a link to more information or related videos, or a link to the product page on your site. Keep in mind that your video should establish a personal interaction between your business and your potential customer(s), so make sure you create a compelling script that will speak and make an impact to your target. Use visual and sound effects in order to grab your viewer's attention, and don't forget to tag it properly.

Making a video app can be fun, but don't lose the idea that it needs a purpose as well. So before you start rolling your video camera and setting up your Director's chair, have a solid idea of the purpose of the video. You may want to ask yourself and the team why you're creating the video, and what you are trying to achieve with it. You can also outline it to have a clearer picture of your video making project.

Video apps like Vine and Instagram can be a perfect marketing tool for beginners and even established businesses, when used properly. It's a great way to attract consumers, start conversations, and gain insight into the buyer's personality and needs.